You are currently viewing Why Size Matters

Why Size Matters

Does size matter? It’s questionable. I mean no one wants a small pizza, glass of wine, or…

But when it comes to social media image and video sizes, it’s absolute. SIZE 100% MATTERS and here’s why.

The main objective of a marketer is to make an impact, right? The success of brand awareness depends on how well your customers recognise your brand when they come across an ad. Social Media is saturated with advertising, everywhere you look on any platform you are subtly being shown something that may be of interest to you, whether it be mobile, desktop, Instagram feed, timeline, previews on videos, mid-stream video advertising and so much more.

All social media platforms offer a myriad of formats to showcase your product or service and the way these adverts display can have a huge impact on the outcome of how a potential or existing customer perceives your brand.

One size, unfortunately does not fit all. Yes, Facebook for instance, will crop to fit, however you’ll end up with either half your ad cut off, or pixelated beyond recognition or readability. Not ideal.

It’s an art to be able to roll out a campaign’s creative for all aspects of your marketing plan. Billboards, posters, brochures, flyers, website and then social. Sizes of images and videos can make or break an ad.

Optimisation is key. If you follow the guidelines that the platforms provide for optimal performance, you will notice that your results will outweigh the hassle of resizing.

20% text rule still applies for Facebook (URGH!) You can choose to ignore it, your ad will still flight but the restriction on reach and engagement will become so real.

We’ve included some size guidelines and template downloads below. Give us a shout if you’d like Chalk to help roll out social media campaigns for optimal performance.


Profile Picture: 180 x 180 (Displays 170 x 170 on Desktop)

This is the photo representing your brand on Facebook. This is the square photo that appears on your timeline layered over your cover photo. Your profile picture will also appear when you post to other walls, comment on posts or when you’re searched for. Download template here.

Image Guidelines

Must be at least 180 x 180 pixels.

Photo will appear on page as 170 x 170 pixels on desktop, 128 x 128 on smartphones, and 36 x 36 on most feature phones.

Profile pictures are located 16 pixels from the left and 176 pixels from the top of your cover photo on desktop.

Profile pictures are located 24 pixels from the left, 24 pixels from the bottom and 196 pixels from the top of your cover photo on smartphones.

Photo thumbnail will appear throughout Facebook at 32 x 32 pixels.

Business Page Profile Picture: 180 x 180 (Displays 170 x 170 on Desktop)

Cover Photo: 820 x 312px

Your Facebook cover photo will only appear on your Facebook timeline, but it is a lot bigger than the profile picture, which gives you more freedom to choose something creative. Where your profile picture might be a good choice for a picture of you, or a brand logo, use this space to post something that speaks more toward you as an individual or as a brand. Download template here.

Image Guidelines

Appear on page at 820 x 312 pixels. Anything less will be stretched.

Minimum size of 400 x 150 pixels.

Displays at 820 x 312 pixels on desktop and 640 x 360 pixels on smartphones.

Doesn’t display on feature phones.

For best results, upload an sRGB JPG file less than 100 KB.

Images with a logo or text may be best as a PNG file.

Business Page dimensions are exactly the same as personal accounts.

Shared Image: 1,200 x 630

Shared image size

A shared image is one of the most common forms of sharing on Facebook. These images will always appear on your timeline, ideally, they will show up in most of your followers’ News Feeds — though with the decrease in organic reach, it’s unlikely that everyone will see your post. The more people engage with your post, the more likely it is that the rest of your followers and their followers will see that activity. Therefore, make sure it fits the required image size to optimise engagement.

Download template here.

Image Guidelines

Recommended upload size of 1,200 x 630 pixels.

Will appear in feed at a max width of 470 pixels (will scale to a max of 1:1).

Will appear on page at a max width of 504 pixels (will scale to a max of 1:1).

Shared Link: 1,200 x 628

Shared link image size

Another great tool in your Facebook belt is the ability to share a link. It’s very similar to posting a shared image, but it gives you even more fields to work with. You can choose to create a shared link with a small square image to the left and text on the right, or with a larger rectangular image on top with text underneath. Download template here.

Image Guidelines

Recommended upload size of 1,200 x 628 pixels.

Square Photo: Minimum 154 x 154px in feed.

Square Photo: Minimum 116 x 116 on page.

Rectangular Photo: Minimum 470 x 246 pixels in feed.

Rectangular Photo: Minimum 484 x 252 on page.

Facebook will scale photos under the minimum dimensions. For better results, increase image resolution at the same scale as the minimum size.

Highlighted Image: 1,200 x 717 (Recommended)

Event image size

Facebook Events help capture the attention of users and cut through the noise on Facebook. Reminders are sent to your audience and having a good space with an even better image is important. Make sure you have the right dimensions down for a Facebook Event cover photo. Download template here.

Image Guidelines

Facebook will scale down to minimum dimensions: 470 × 174.

Shows in feed: 470 × 174.

Find more information on the image sizes for Facebook, visit the Facebook Help Center. (

With 313 million monthly active users, Twitter is not just for the birds. Twitter is one of the social media networks that your customers will most often use to discuss your brand (Yes, that means ‘the ugly’ more often than not). Your presence on this platform is crucial.

Profile Photo: 400 x 400 (Displays 200 x 200)

Your Twitter profile photo is the main image that represents you. Your profile picture is going to be seen all over the platform, it needs to be of the highest quality as it will the most viewed feature of your page.

On Your Page: The largest display of your profile picture is on your homepage and can be viewed by your followers as well as individuals who visit your page.

In-Stream: A smaller version of your profile picture appears in a follower’s Twitter stream every time you Tweet. It also appears in the stream of your followers’ followers every time you’re Retweeted.

Who to Follow: Your profile picture is also going to appear next to a link to your page in the “Who to follow” box. Choose a recognisable image here.

Image Guidelines

Square Image recommended 400 x 400 pixels.

Maximum file size 2 MB.

Image types include: JPG, GIF or PNG.

Header Photo: 1,500 x 500

Twitter header

Your header photo is the image that spans the top of your Twitter profile page. It’s larger than your profile photo so save it at the highest resolution possible. You have more room to be inventive with this picture and it will likely be the first thing your visitors see, make it something appealing.

Image Guidelines

Recommended 1,500 x 500 pixels.

Maximum file size of 5 MB.

Image types include: JPG, GIF or PNG.

In-Stream Photo: Minimum 440 x 220 (2:1 Ratio)

twitter in stream

Twitter users can attach photos to any of their Tweets. Luckily, Twitter updated to no longer count characters against your Tweet limit.

It’s important to note that Twitter may collapse your photo into a smaller version to fit in a user’s stream. Make sure Twitter displays the portion of the photo you want followers to see by setting the width of your image to fit the minimum requirements. Also, horizontally centre your content so the most important elements of the image are visible in the collapsed version.

Image Guidelines

Minimum to appear expanded 440 x 220 pixels (a 2:1 ratio).

Can tweet up to 4 images at one time.

Can edit images if tweeting from Twitter iOS or Android app.

Maximum to appear expanded 1024 x 512 pixels.

Appears in stream collapsed at 506 x 253 pixels on desktop.

Maximum file size of 5 MB for photos, and 5 MB for animated GIFs on mobile and 15 MB on web.

Find more information on in-stream photos at the Twitter Help Center.


Instagram is one of the most popular photo-sharing social networks with more than 600 million users. It’s the best place to showcase your visual creativity. Don’t mess this up with lack of attention to detail and cut off images.

Profile Picture: 110 x 110

Instagram is based on visuals, which should be an indication of how important it is to follow these image size guidelines. As per all platforms, ensure your profile image is recognisable for when they explore. Download your template here.

Image Guidelines

Appear on your profile at 110 x 110 pixels.

Square photo: make sure to maintain an aspect ratio of 1:1.

Photo Thumbnails: 161 x 161

Image size

When someone goes to your page, they’ll be presented with all of your content arranged in rows of thumbnails. These smaller renditions of your images and videos will expand when clicked and include a place for people to comment. Download your template here.

Image Guidelines

The thumbnails will appear on the page at 161 x 161 pixels.

Square photo: make sure to maintain an aspect ratio of 1:1 ratio.

Photo Size: 1080 x 1080

Photo size

Instagram is all about the images and videos presented in your followers’ feed. In fact, Instagram higher resolution photos when taken from the native application. If you decided to upload a photo or video from any other device, the resolution will be much lower. Download your template here.

Image Guidelines

The size of Instagram images has been increased to 1080 x 1080 pixels.

Instagram still scales these photos down to 612 x 612 pixels.

Appear in feed at 510 x 510 pixels.

Square or rectangle photos: make sure to maintain an aspect ratio between 1.91:1 and 4:5 ratio.

For portrait (4:5) photos, recommended dimensions are 1080 x 1350 pixels.

Smaller featured header images appear as 204 x 204 pixels, and larger featured header images appear as 409 x 409 pixels.

Instagram Stories: 1080 x 1920

Instagram stories

With more than 300 million daily users, Instagram Stories are a popular source of visuals on the app. There are both video and image options available to publish. And while this feature is meant to be ephemeral, it’s possible to upload your own content. Download your template here.

Image Guidelines

Recommended resolution is 1080 x 1920.

Minimum resolution is 600 x 1067.

Aspect ratio is 9:16.

Max file size is 4GB.

For those looking for more info on Instagram ad sizes, including video specs, check out this guide!

Feel overwhelmed? Size can do that 😉

Contact us today for all your social media needs and we’ll be happy to help create an impressive presence for you and your business.

Sexy for Friday. Smart for Monday. Well-endowed for early Sunday.

From the girl who believes size is important most of the time,


Leave a Reply